[THESIS SYNOPSIS]

Name: Mohammad Salim Section: ISBE (B) Batch: Spring Summer/2010-2012 Phone Number: 7503206598 Email address: salimtyagi@gmail.com

Thesis Topic: Study of marketing strategy of TATA NANO Specialization Area: M.B.A (Marketing)

Indian Institute of Planning & Management

IIPM TOWER, C-56/30 SECTOR 62 , NOIDA (U.P) -201301 PH:- 0120-4170133, 0120-4170187 , Email-ID- info.noida@iipm.edu, noida@iipminternational.com

INTRODUCTION
1

 The Tata Nano is an inexpensive, rear-engine; four-passenger city car built by the Indian company Tata Motors and is aimed primarily at the Indian domestic market. The car was launched in the Indian market in March, 2009.with a pre-launch price offer of 100,000 (US$ 2100). Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head room. Its mono-volume design will set a new benchmark among small cars. Its safety performance exceeds regulatory requirements in India. In terms of overall pollutants, it has a lower pollution level than twowheelers being manufactured in India today. The lean design strategy has helped minimize weight, which helps maximize performance per unit of energy consumed and delivers high fuel efficiency. The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint. Research Objectives :1. To know the consumer perception NANO car. 2. To find out the acceptance level of people. 3. To find out the awareness level about NANO car. 4. To know about factor affecting purchase decision of NANO. 5. To know how purchase decision of NANO varies from different Income group.
Research methodology:

Primary data For my survey data have been used as a questionnaire to collect the data. (Through the questionnaire I was able to get an insight into the consumer mind and to learn about there perception about NANO. All of the questionnaire mentioned in the questionnaire were helpful me in knowing the consumer acceptance level.

Secondary data- the secondary data has been collected from the
following modes Magazines Newspapers Data through Internet sites

Justification of choosing the topic :-

I choose this topic because this car belongs to middle class people. Being a marketing student I want to do my thesis on such topic which is highly acceptable and in demand. If we talk about small car segment there are many close competitor of Tata Nano like Maruti Suzuki Alto, Hyundai Eon, Santro etc. these already exist in the market so it is very difficult to become a market leader in small segment cars for Nano. The competition is very high so Tata motors make a good marketing plan to compete with competitors (Alto, Eon and Santro).Nano is the renowned car in small car segment with very low price and it has brought revaluation in Indian car market and created a history. It has created very intense competition in automobile market so I believe that it would be very beneficial to me to being associated on this topic and I will learn a lot by doing work on this topic.

Summer Training details: Summer Training (Mar-April 2011)

Organization Area of Role Work Done 3

Information

Specializati on

Axis Bank

Marketing

Relationship manager

Selling insurance and Sips. Meeting clients Telecalling

QUESTIONNAIRE
Name..
above50 Occupation. No.. Contact

Age: 18-30

30-50

1:-What is the first thing which comes to your mind when you think about NANO? . 2:-Do you think Tata Motors ltd. understand customer requirement? Yes No

3:- Do you think NANO is people's car?

Yes

No

4:-Do you think middle class people want to buy NANO? Yes No

5:-Do you want to buy Tata NANO for long drive? Yes No

6:-Do you feel NANO fulfill your requirement as a car?

Yes

No

7:-Can you trust NANO for safety? Yes No

8:- Which feature of NANO attracts you most, that inspires you to go for NANO?
1.

Price Mileage 4. Interior space

2. Design 5. All the above

3.

9:-Instead

of purchasing a bike, will you prefer to go for NANO?

No

Yes

10:- Wh i c h c o l o u r o f N A N O w o u l d y o u p r e f e r ?

RED WHITE

Y E L L OW BLUE

11:- Which small car would you prefer to buy?

TATA NANO EON

ALTO i10

12:-What do you think mileage of 21km/l? Average excellent Good very good

13:-Do you think that purchase decision of NANO will affect your Status? Definitely Definitely not probably probably not

14:- Will you recommend NANO to your friends and relatives?

5

Yes

No

15:-Write 3 positive and negative points about TATA NANO CAR.

THANKS